44% of Music Fans are Buying Fewer Festival Tickets in 2024

We surveyed over 1,700 music fans about their festival plans and found that 44% have cut back this year due to rising ticket prices.

Following the AIF’s announcement at the start of the summer that over 40 festivals were cancelling their 2024 editions—almost unanimously citing rising costs and insufficient ticket sales—we decided to survey music fans about their festival plans for the year. We spoke to 1,700 festival-goers and found that many of them were cutting back on their ticket spending.

47% of Music Fans Will Still Attend at Least 2 Festivals in 2024

Festival ticket prices have reached record highs, and many festival-goers are feeling the impact. According to our survey, 44% of respondents indicated that they’re attending fewer festivals in 2024. Despite these challenges, demand remains strong, with 47% still planning to attend at least two festivals this year, and 10% committed to four or more. However, 27% of those who usually enjoy festivals are opting out this year, likely due to the steep rise in ticket prices—the price tag for a Glastonbury ticket hit £355 this year.

David Borrie, the CEO of PIRATE.COM, has shared his thoughts on the pressing need for government support to sustain the festival scene:

“There’s a strong culture among musicians and music fans to support the acts, promoters, and venues they love, whether by buying tickets, merchandise, or records. However, with ticket prices being what they are, the scene can’t sustain the festival circuit on its own. Government support is now essential.”

How Much Is Too Much to Spend on a Festival Ticket?

When asked about spending limits, nearly half of the respondents—49%—said they wouldn’t pay more than £200 for a festival ticket. Breaking it down further, 31% are capping their spend at £199, and 18% won’t go over £100. On the other hand, 27% are willing to stretch to £299, and a small group—15%—might even consider spending as much as £399.

With prices on the rise, many festival-goers are turning to early bird deals and payment plans to make attending festivals more manageable. Jack Robinson, Managing Director of The Pack Group, which handles marketing for festivals like Cross the Tracks and City Splash, noted a significant increase in the uptake of these offers this year:

“We always offer tiered tickets to give people a discount if they buy early, want to arrive early, or are part of a group. We also offer payment plans, but this year saw the most uptake for sure.”

Fans are Staying Loyal to Their Favourite Festivals

In response to rising costs, 29% of respondents are choosing to stick with their favourite festivals rather than exploring new ones. This loyalty is crucial for established festivals but presents challenges for newer or smaller events trying to break through, especially as prices continue to climb. Earlier this year, Five Percent For Festivals published a list of 56 festivals that have already cancelled their 2024 events or are shutting down entirely. Interestingly, 70% of these festivals had been running for less than ten years, including Towersey, the UK’s longest-running independent festival

Robinson, who has created seven music festivals across six countries, believes that ‘integrity’ is the most critical factor for a festival’s survival. DJ, producer, and music fan HARUNA also spoke to Pirate about what they look for from a festival experience:

"I’ve attended fewer festivals in the UK this year. I’ll only pay to go to places where I see new DJs and collectives being given a chance, especially female and non-binary artists—not just the same few dominating the scene. Why should I pay to see the same thing again and again?"

The Enduring Appeal of Festivals

In a climate where festivals are forced to hike ticket prices or even close their doors due to rising costs, and with music fans buying fewer tickets, it’s easy to overlook what makes festivals so special. For those who participated in our survey, the chance to see multiple acts in one place, experience the festival atmosphere, and feel part of a community were the top reasons for attending. New music discovery and spending time with family and friends were also strong motivators, highlighting why many fans are still willing to absorb the increased costs if it means they can make it to a festival or two each year.